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IBEC 2012 Tim Acker: CRC-REP Art Economies project
The document outlines the Aboriginal and Torres Strait Islander Art Economies Project, which is aimed at understanding and enhancing the art economy associated with indigenous art in Australia, involving collaboration from various academic and community stakeholders. The project focuses on research questions related to the scale, market opportunities, and business models within the art sector, and encompasses a range of community engagements and consultations. With ongoing data collection and analysis, early findings reveal insights into audience behavior, motivations, and economic dynamics of the art market.
IBEC 2012 Tim Acker: CRC-REP Art Economies project
- 1. Aboriginal and TorresStrait Islander Art Economies Project Photo courtesy of Warakurna Artists
- 2. CRC-REP + NOL… Cooperative Research Centre for Remote Economic Participation, owned by Ninti One Limited. CRC-REP has around 55 partners, including universities, corporate, community and government. Headquarters in Alice Springs. Three research programs, 12 research projects.
- 3. Who we are… Dr Lisa Stefanoff – Post Doctoral Research Fellow University of South Australia Jessica Booth – Masters Student University of South Australia Dr Alice Woodhead – Project Economist Southern Cross University Susan Congreve – PhD Student Curtin University Kim Petersen – PhD Student Curtin University Tim Acker – Principal Research Leader Curtin University
- 4. Context: Aboriginal andTorres Strait Islander Art Art emerges from a distinct and diverse cultural and social universe. Based on concepts of country and an interdependency with the physical world and a mythical past. The visual language and cultural symbols of Aboriginal and Torres Strait Islander society easily translated onto contemporary mediums. Art on contemporary media dates back to first contact, but it took until the early 1970s for the phenomenon of ‘Aboriginal art’ to occur. There are now 100+ art centres throughout remote and regional Australia. The industry is worth hundreds of millions of $ per year. Iconic part of Australia’s cultural landscape and perhaps Australia’s only substantial contribution to the global art sector. 4
- 5. Art Economy ResearchQuestions… What is the scope and scale of the Aboriginal and Torres Strait Islander ‘art economy’? How can fragility be reduced? What new market opportunities are there for artists and/or their enterprises? How can current art business models be improved? What training/advocacy/recommendations can be made through research to contribute to a more robust sector? Opportunities for research students, community researchers and others to gain skills and experience. Photo courtesy of Warakurna Artists Photo courtesy Tjarlirli Art
- 6. Location Number/Supply Public Circumstance Galleries + Economy Museums Family + Business Models Community History National Education International Dealers Buyers Wellbeing Artists Agents Galleries Audiences Collectors Art Centres Audiences Prizes Location Facilities Location Age/Gender Festivals Funding Education Journalists/ Federal HR Writers Medium State Private
- 7. How we’re doingour research… Art outside of art centres: artists and the free market in Alice Springs. Research with artists and agents, in and around Alice Springs, to understand the scale of this sector and the business models at work. Aim to create resources for artists who work in this zone to improve their professional practice/options. How ‘big’ is the Aboriginal and Torres Strait Islander art sector? Collecting financial data from as many participants as possible. Modelling and mapping the data, building a picture of art sector dynamics. Aim to create baseline for policy, service delivery and education/training. Consumer dynamics: what are people buying and why? Surveys and interviews at key sites with a galleries, collector, buyers. Understanding what motivates audiences will provide crucial information for marketing and business decisions.
- 8. How we’re doingour research… Art centres as micro-enterprise: remote area entrepreneurship, successes, failures and opportunities. Comparative case study of art centres in three regions, looking at success/failure factors, threats and opportunities and what changes could be made to address these. Human resources: management qualities in art centres. Interviews + surveys with current + past art centre staff, unpacking they nature of this work – and how to better support future staff. E-commerce + merchandise: new ways for artists to access markets. Interviews + surveys with galleries/manufacturers/retailers to understand the business models at work in this sector – and how artists might better access these opportunities.
- 9. Achievements… Consultationsand planning with artists, art centres, galleries, dealers, curators and more. 150+ engagements with clients and end-users. Meeting with art centres in Cairns, Darwin, Alice Springs, Perth and out bush. Project planning and approvals complete. Project documentation in place and Advisory Group established. Recruitment nearing completion.
- 10. Early Research Activitiesand Findings… Jessica Booth – Research Students Audience behaviour and motivations: surveys at three major art fairs: almost 900 respondents. Collectors, curators and gallerists to be interviewed. Scope and scale project: data collection near completion and data analysis commencing. Art outside of the art centres: data collection near completion and data analysis commencing. 2 x PhDs: micro enterprise in three regions. Research commencing.
- 11. Audience and ConsumerMotivation… 874 total respondents; 74.8% female, 6% international, of which 55% were European, though NZ largest single group. 78% of respondents previously bought art and 56% of these had bought art in previous 12 months. Merchandise Types of art purchased 1.8% Jewellery Weaving 2.9% 9.1% Fabric or clothing 10.3% Painting (on canvas) Glass piece 46.5% 0.2% Copyright: Jessica Booth Pottery / ceramic 4.0% Wooden sculpture or carving 9.7% Work on paper 11.1% Bark painting 4.3%
- 12. Audience and ConsumerMotivation… Spend: Most Recent Purchase $10,000 or over 0.8% $2001 - $10,000 7.3% $1 - $200 $501 - $2000 38.8% 22.7% Copyright: Jessica Booth $201 - $500 30.5%
- 13. Audience and ConsumerMotivation… Spend: Total Art Purchases $50,001 - $500,000 $500,000 or over 2.7% 1.2% $1 - $200 9.0% $10,001 - $50,000 10.9% $201 - $500 15.4% $2001 - $10,000 Copyright: Jessica Booth 32.5% $501 - $2000 28.2%
- 14. Audience and ConsumerMotivation… Auction Houses Internet Where did you buy your last artwork? 0.9% 0.9% Commercial Galleries 12.2% Art Fairs 21.3% Privately Indigenous Art Centres 7.7% Copyright: Jessica Booth 42.5%
- 15. Audience and ConsumerMotivation… 88% claim to know where the seller sourced the work and 71% said the source of the work was important to their decision. While 54% of respondents had heard about the Code of Conduct, only 20.7% had asked about it when purchasing. Copyright: Jessica Booth Is there enough reliable information available about the way different commercial agents source their work? 3.8% 11.8% 16.8% 28.3% 2.1% Yes Somewhat 48.2% Not important 25.7% Not sure No 29.0% 32.4% 1.9% Is there enough information available to buyers about the way Indigenous Art Centres source their work?
- 16. Audience and ConsumerMotivation… 600 How important would each of these be in making your choice? Very important 500 Quite important Somewhat important Not very important 400 Not important 300 200 100 0 Price Artist's reputation Ethically sourced Looks good Community connection Craftsmanship, materials Interesting story Copyright: Jessica Booth
- 17. Who we workwith… Project Community: 105+ Art centres 35+ Galleries and dealers 6 Peak bodies 15 Institutions 5 Government agencies Project Partnerships: Desart Office for the Arts AIATSIS Photo courtesy of Warakurna Artists
- 18. Project Details… Contact: Principal ResearchLeader Tim Acker – Curtin University E: tim.acker@curtin.edu.au P: 0410 038 226
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